Who was our client?
A company that provides group health insurance brokerage/account management/benefit consulting and communication services to companies of all sizes.
Customer Challenge: How to engage a base of prospects and turn them into sales.
How long was the Passport Program Duration?
The first customer touch point began in early May 2008 and concluded with the last touch point at the end of June 2008.
What were the Goals of the Program?
1. Secure face to face meetings with the Producers and their targeted business prospects
2. To drive new sales
Passport Program Outline: The Passport Program took our client’s targeted audience on a “virtual vacation” to six unique locations across the globe. The campaign began with a personalized postcard sent to all the pre-selected recipients (250), one week before the program launch. Two days before “go live” the targeted audience received a 10 second recorded voice message saying, “Your flights are on time and the virtual vacation will begin in 2 days, look for your passport to begin traveling. Get ready for takeoff!” Shortly after the voice message, the audience received the Travel package. The package label was customized with the Passport Program’s look and feel. Inside the Travel Package was a short flash CD, a Passport Book to be used to collect the destination “stamps” in the form of labels sent after they visited the destination. The Passport Package also included an immediate giveaway. The giveaway offer was for the recipients to upload a vacation photo and receive a custom calendar poster. Two days after receiving the Passbook, a targeted personalized postcard was mailed outlining the first destination on the trip – KEY WEST.
A call to action in the form of a Personalized URL brought the trip to Key West to life.
The 8 customized digitally printed postcards effectively drove the recipients to a series of 7 Personalized URL web sites, and 7 different flash files on each web site. Attached are the rest of the PURL sites and destinations.
There were follow-up print mailings including passport stickers and company information for the respondents, 4 or 5 downloadable components on each PURL touch, a t-shirt giveaway and a gift card for $100.00 to the restaurant of their choice. The entire Passport campaign combined for a total of 26 customer touch points.
A specialized application designed into the program led to the “5th grade” friendly flow and its overwhelming success. There was a vehicle in this PURL series where recipients could go back to a previous PURL if you missed a destination. Most PURL campaigns are executed as individual silos and you generally cannot “go back”. Although we were told it could not be done, the experts at Think Patented incorporate a backtrack feature not seen in most PURL campaigns.
Program Outcome: Our client had a full participation level of 21% and to date they can track almost $250,000.00 in actual book sales results! YES, that is a quarter of a million dollars from this campaign series. They will DEFINITELY develop additional integrated print, promotion and PURL campaigns with Think Patented. The return on investment our client yielded proved to be 13 times more successful than their target goal. Not only did the outstanding design and creative workflow lead to the campaign’s enormous success. But the effective use of the integrated technology and digital marketing helped secured more leads and closed more sales than any other programs they had tried in the past.
To Learn more how Think Patented can help your company use Personalized URL Technology to drive Sales or Collect better customer information, please contact Your Think Patented Account Representative 937-254-4023